Email has always been a thing since the internet existed. People overcomplicate email and how they create an email plan or lack of an email plan and put crap into the world and expect a positive result and basically miss the foundations required for it to be successful. There are all these different things that people see and they try and they do. And then they're like, look, this worked, look, this work, look this work. And then they'll go teach you the strategy and tactic without telling you the foundational stuff that made it work. Then you burn and kill your list. Then you get a horrible sender score. You get blacklisted, your open rates, go down, your click through rates, go down.There's the complacency of people teaching it. And then there's the complicities of us thinking that a strategy and a tactic can literally outperform bad habits or bad foundation or a bad plan. And eventually you can no longer out-hustle our out energy, something that is ineffective or not good from the get-go, you're building a house and the roof starts to collapse.The three non-negotiables for email marketing mastery.I think when the word email comes up, this thought needs to be the only thing that goes through everybody's head. These solves for 75% of the equation when people struggle with email marketing. Stop ignoring your childrenYou must feed the children you have. First before you adopt any new ones, you must feed the children you have first before you adopt any new ones. That is non-negotiable number one. What do I mean by that? Do I don't think the solution to your business is getting more people on your list? When the people on your list aren't being nurtured, aren't converting, aren't escalating, aren't responding and your open rates and click through rates are going down. That's not how to do something different. That brings more people into a broken ecosystem. And so if you have a list of 5,000, 10,000, a hundred thousand people, and your open rates are 13%, 10%, you're not getting really good conversions, your emails, aren't really working that well, your solution is not to go add more people to the list to recreate that same energy.Now, yes, you may have gotten that list from giveaways or joint ventures in the past and not nurtured them, but still. In order for email to be effective in order for it to be a leverage tool for you, you need to make sure that it's an asset and not a liability. And so you must feed the children you have before you adopt any new ones. You must feed the children you have before you adopt any new ones. Your home has to be solid and sound before you can live in it. And then. Once you live in it, it has to be solid and sound for other people to live in it. You have to have enough food, you have to have enough shelter and water and blankets.And so if you have that, then it's time to go start building your list again. But if you think that. I'm going to wait. I have this list that's been sitting there for 90 days or 120 days. I'm not going to talk to them, but I'm going to go build more. I'm going to focus on getting leads. I'm going to focus on getting leads. All you're doing is costing yourself, time, money, and energy, and you're literally pissing away all the potential that's in your business. These people whose emails you have them at some point or another, they trusted you. They wanted to be in a relationship with you. They wanted to learn from you. They wanted to buy from you. They wanted to consume your content. They are sitting there waiting. Like a child that you adopted to love. And then you're like, you know what? I want a new model. Let me go get more of them. And then the new children you bring in become that same container. And it's a very bad game, but our job is you're going to keep an email list.Why are you holding it for potential that will never be realized when it's neglected. Why are you hoarding a list for potential that will never be realized because it's neglected. You have to make a